After a long time waiting for him, Advertising finally enters WhatsApp … although it will not affect the user use or privacy experience in their classic chats. One more step in its evolution beyond personal chat directly affects News tab and that is intended to enhance the visibility of the brands and, of course, the monetization of the goal application itself.
Subscription channels and ads: monetization without invading chats
Payment subscriptions to channels. Image: WhatsApp
With a daily audience of more than 1.5 billion users, WhatsApp has opted to convert the News tab into the nucleus of its commercial expansion. Until now, the news tab was limited to being the home of many channels for the dissemination of media content such as nuestro the main novelties that will show from now on, and they have international scope, They revolve around three pillars:
Ads in states: Companies may show promotional contents in states, allowing users to start conversations directly from there on products or services.
Promoted channels: The option of Highlight channels within the Board of Directors to improve its visibilityopening new routes of discovery for both users and administrators.
Subscriptions to channels: Now it is possible to support favorite creators and brands through a Monthly payment to access exclusive updates.
The company ensures that these functions will be integrated exclusively into the News tab, keeping the experience of traditional chat intact, which reinforces the WhatsApp approach in separating the personal dynamics of commercials.
How will WhatsApp choose what ads to show each user?
In its documentation, the Meta Miegería app ensures that will not use personal messages, called, groups or states to customize advertising. All these contents are still encrypted from end to end, which means that not even WhatsApp can access them.
To determine which ads showing each user, WhatsApp is based on a limited set of signals. Among them, is the Basic account information, such as the country code and, when provided, the user's age. Certain device data is also taken into account, such as the configured language. In addition, the General location “For example, the city or the country,” but Never a precise geolocation.
Advertisements in states. Source: WhatsApp
One of the main sources of segmentation is the activity in the News tab itself. WhatsApp analyzes the channels that the user follows, the type of content with which it interacts and how it responds to the ads you have already seen. In no case is the exact content of the states access, which remains completely private.
For those users who have chosen to link WhatsApp to the Meta Accounts Center, their advertising behavior and history are also applied to other group platforms, such as Facebook and Instagram. This integration is optional and can be activated or deactivated at any time.
In addition, WhatsApp will offer accessible controls so that each person can see Why you are seeing a certain ad, hide it if you wish or even report it. From the advertisement preferences section, users can also manage their history of interaction with advertising and adjust customization criteria.
Privacy as priority: customization without exposure
True to his speech, WhatsApp says that all these new tools have been designed With privacy as a priority. The messages, calls and groups are still encrypted from end to end, so even the platform has access to them.
«We will never sell or share your phone number with advertisers. Your personal messages, calls and groups in which you are not used to determine the ads you can see. For years, we think how to build a company that does not interfere with your personal chats and we believe that the News tab is the appropriate place to incorporate these new functions. For companies and channel administrators that are starting, you can find more information about how to do it here, ”explains WhatsApp in a statement.
The customization of the ads is based on limited information, such as language, country and the channels in a row, and in the case of those who have linked WhatsApp with the Meta account centerthe Meta advertisement preferences. WhatsApp says that In no case will the phone number be shared Nor will personal chats be used to define what advertising is shown.
These functions position WhatsApp as an increasingly integrated platform with the Commercial Meta ecosystem, where the direct channel between brands and users becomes more dynamic and useful. For both administrators and companies that are starting, WhatsApp offers resources to activate these new formats.
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Image: WhatsApp
